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Toronto Crime Stoppers breaks Cash for Guns campaign

Toronto Crime Stoppers began a new public service announcement campaign yesterday called "Cash for Guns." The campaign, developed by DDB Canada of Toronto, encourages residents of the city to call the organization's tip line with information about the location of an illegal handgun. Callers will receive $500 for information leading to the seizure of a gun. The out-of-home campaign consists of six posters depicting a playground, a river, an alley, a parking lot, a school hallway and an apartment building. Each image also includes quotation marks around the place where a handgun might be hidden. The posters will be placed in schools, on billboards and in washrooms around Toronto. "We recognized the biggest barrier to someone calling in a tip is anonymity," said Andrew Simon, the agency's creative director. "The use of the quotation marks allows us to visually demonstrate that Toronto Crime Stoppers is not concerned about the caller's identity, just the information they have." Media space for the campaign is being provided by Astral Media and Zoom Media.